The importance of promotion towards visitor’s intention to visit event and festival / Nur Adelia Abu Bakar

Event and festival are the most important areas of the tourism industry. It contains the celebration of music, art, food, film or the uniqueness of the cultural that able to attract visitor. In order to make the visitor knows about the existing of the event and festival, promotion is needed so that...

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Main Author:	Abu Bakar, Nur Adelia
Format:	Thesis
Language:	English
Published:	2013
Online Access:	https://ir.uitm.edu.my/id/eprint/17688/2/TM_NUR%20ADELIA%20ABU%20BAKAR%20HM%2013_5.pdf
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id	my-uitm-ir.17688
record_format	uketd_dc
spelling	my-uitm-ir.176882019-02-22T08:25:13Z The importance of promotion towards visitor’s intention to visit event and festival / Nur Adelia Abu Bakar 2013 Abu Bakar, Nur Adelia Event and festival are the most important areas of the tourism industry. It contains the celebration of music, art, food, film or the uniqueness of the cultural that able to attract visitor. In order to make the visitor knows about the existing of the event and festival, promotion is needed so that the visitor is aware about the event and makes them have the intention to visit. For this study, the event and festival chosen is Tarian Cuti-cuti 1Malaysia Tourism Carnival. Most of the visitor that had visited the event knew about the event from society, association, word of mouth and not through the appropriate channel of promotion such as media. Thus, the visitor received insufficient information regarding the event. This study used convenience sampling and the sample size is; the visitor that visited the event and festival. The findings in this study revealed on the awareness factor; the relationship promotion and awareness factor that attract audience to visit event and festival; the relationship between awareness and intention to visit; and awareness as mediator towards the relationship between intention to visit and promotion. Meanwhile, the findings answered the objective and the hypotheses are accepted. The awareness as the mediator between promotion and intention to visit event or festival become the contribution of this study. 2013 Thesis https://ir.uitm.edu.my/id/eprint/17688/ https://ir.uitm.edu.my/id/eprint/17688/2/TM_NUR%20ADELIA%20ABU%20BAKAR%20HM%2013_5.pdf text en public mphil masters Universiti Teknologi MARA Faculty of Hotel and Tourism Management
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
description	Event and festival are the most important areas of the tourism industry. It contains the celebration of music, art, food, film or the uniqueness of the cultural that able to attract visitor. In order to make the visitor knows about the existing of the event and festival, promotion is needed so that the visitor is aware about the event and makes them have the intention to visit. For this study, the event and festival chosen is Tarian Cuti-cuti 1Malaysia Tourism Carnival. Most of the visitor that had visited the event knew about the event from society, association, word of mouth and not through the appropriate channel of promotion such as media. Thus, the visitor received insufficient information regarding the event. This study used convenience sampling and the sample size is; the visitor that visited the event and festival. The findings in this study revealed on the awareness factor; the relationship promotion and awareness factor that attract audience to visit event and festival; the relationship between awareness and intention to visit; and awareness as mediator towards the relationship between intention to visit and promotion. Meanwhile, the findings answered the objective and the hypotheses are accepted. The awareness as the mediator between promotion and intention to visit event or festival become the contribution of this study.
format	Thesis
qualification_name	Master of Philosophy (M.Phil.)
qualification_level	Master's degree
author	Abu Bakar, Nur Adelia
spellingShingle	Abu Bakar, Nur Adelia The importance of promotion towards visitor’s intention to visit event and festival / Nur Adelia Abu Bakar
author_facet	Abu Bakar, Nur Adelia
author_sort	Abu Bakar, Nur Adelia
title	The importance of promotion towards visitor’s intention to visit event and festival / Nur Adelia Abu Bakar
title_short	The importance of promotion towards visitor’s intention to visit event and festival / Nur Adelia Abu Bakar
title_full	The importance of promotion towards visitor’s intention to visit event and festival / Nur Adelia Abu Bakar
title_fullStr	The importance of promotion towards visitor’s intention to visit event and festival / Nur Adelia Abu Bakar
title_full_unstemmed	The importance of promotion towards visitor’s intention to visit event and festival / Nur Adelia Abu Bakar
title_sort	importance of promotion towards visitor’s intention to visit event and festival / nur adelia abu bakar
granting_institution	Universiti Teknologi MARA
granting_department	Faculty of Hotel and Tourism Management
publishDate	2013
url	https://ir.uitm.edu.my/id/eprint/17688/2/TM_NUR%20ADELIA%20ABU%20BAKAR%20HM%2013_5.pdf
_version_	1783733580443156480

The importance of promotion towards visitor’s intention to visit event and festival / Nur Adelia Abu Bakar

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